covers internal and external growth strategy....

1. Growth Strategies
Sumit Kumar Rai
Balbodh Chauhan
A. Koti Reddy

2. Want to Achieve??
Increased scale of operations
Enhanced utilization of resources
Ultimately to increase the size.
Judgement of business growth is –
 Increase in sales volume
 Increase in output
 Increase in capital employed
 Increase in productive capacity

3. Definitions
Growth Strategy- An organization substantially broadens the
scope of one or more of its business in terms of their
respective customer group, customer functions and
alternative technologies to improve its overall performance.
Types of Growth Strategies
Internal
External

4. Intensive/Internal External/Integrative
Growth Growth
Expansion Merger
Modernisation Acquisition
Diversification Joint Ventures
Strategic
Alliance

5. Internal Growth Strategies

6. Internal growth strategies relate to the following actions:-
Designing and developing new products/services
Building on existing products/services for new
opportunities
Increase sales of products/services through better market
reach
Expanding existing product lines and service offerings
Reaching out for new markets
Expansion into foreign markets

7. Ansoff’s Product-Market
Expansion Grid

9. Market Penetration
Increase sales through effective marketing strategies within
the current target market
1. To maintain or grow the market share of the
current product range
2. Become the dominant player in the growth
markets
3. Drive out competitors
4. Increase the usage of a company's products by its
current customers

10. Market Development
Expand sales in new markets through expanding
geographic representation
An organization's current product can be changed
improved and marketed to the existing market.
The product can also be targeted to anther customer
segment. Either way, both strategies can lead to
additional earnings for the business.

11. Product Development
Increase sales through new products/services
An organization that already has a market for its
products might try and follow a strategy of developing
additional products, aimed at it's current market.
Even if the new products are need not be new to the
market, they remain new to the business.

12. Diversification
Diversification Strategy is the development of new
products in the new market. Diversification strategy is
adopted by the company if the current market is
saturated due to which revenues and profits are
lower.
It is of two types:-
Synergistic
Conglomerate

13. Diversification strategy examples
Virgin Media moved from music producing to travels
and mobile phones
Walt Disney moved from producing animated movies
to theme parks and vacation properties
Canon diversified from a camera-making company
into producing whole new range of office equipment.

14. What Does Merger Mean?
The combining of two or more companies. In
merger two companies agree to move ahead and
exist as a single new company.
Example: Glaxo Wellcome + SmithKline Beecham =
GlaxoSmithKline

15. What Does Acquisition Mean?
When one company takes over another company and
clearly establishes itself as the new owner, the
purchase is called an acquisition.
Acquisition can be friendly or Hostile.
Example: Acquisition of Corus by Tata Steel.

16. Benefits of M&A
Diversification of product and service offerings
Economies of scale
Increase in plant capacity
Acquiring new technology
Improved market reach and industry visibility

17. Types of Merger
1. Horizontal Merger
2. Vertical Merger
3. Conglomerate Merger
4. Concentric Merger

18. Horizontal Merger
• A horizontal merger involves two firms operating and competing
in the same kind of business activity.
Example =Merger of Exxon and Mobil.

19. Vertical Merger
Vertical mergers occur between firms in different
stages of production operation in same industry.
Example: Time Warner Incorporated, a major cable
operation, and the Turner Corporation, which
produces CNN, TBS, and other programming.

20. Conglomerate Merger
A merger between firms that are involved in totally
unrelated business activities.
Two types of conglomerate mergers:
1. Pure conglomerate mergers involve firms with nothing in
common.
2. Mixed conglomerate mergers involve firms that are looking for
product extensions or market extensions.

21. Example of Conglomerate Merger
Walt Disney Company and the American Broadcasting
Company.

22. Concentric Merger
Concentric mergers take place when two firms from
different but "adjacent" industries merge
Example: Merge of Concentric With NextLink

23. Type of Acquisition:
Hostile Takeover Friendly Takeover
A takeover attempt that is Target company's
strongly resisted by the management and board of
target firm directors agree to a merger
or acquisition by another
company.

24. Hostile Takeovers: Defensive Tactics
Shareholders Rights Plan
• Known as a poison pill or deal killer
• Can take different forms but often
 Gives shareholders the right to buy 50 percent more shares at a discount
price in the event of a takeover.
Selling the Crown Jewels
• The selling of a target company’s key assets that the acquiring
company is most interested in to make it less attractive for takeover.
• Can involve a large dividend to remove excess cash from the target’s
balance sheet.
White Knight
• The target seeks out another acquirer considered friendly to make a
counter offer and thereby rescue the target from a hostile takeover

25. Top Acquisitions
Transaction value
Rank Year Purchaser Purchased
(in mil. USD)
America Online
1 2000 Time Warner 164,747
Inc. (AOL)
Glaxo Wellcome SmithKline
2 2000 75,961
Plc. Beecham Plc.
Royal Dutch Shell Transport &
3 2004 74,559
Petroleum Co. Trading Co
BellSouth
4 2006 AT&T Inc. 72,671
Corporation
Comcast AT&T Broadband
5 2001 72,041
Corporation & Internet Svcs
Sanofi-Synthelabo
6 2004 Aventis SA 60,243
SA
Spin-off: Nortel
7 2000 Networks 59,974
Corporation
Pharmacia
8 2002 Pfizer Inc. 59,515
Corporation
JP Morgan Chase
9 2004 Bank One Corp 58,761
& Co

26. Joint Ventures
Joint Ventures
A joint venture is an entity created when two or more firms
pool a portion of their resources to create a separate,
jointly owned organization. All involved will have an
equity stake in the new venture
It is a legal partnership between two(or more)
companies where in they both make a new (third) entity
for competitive advantage
Unlike mergers and acquisitions, in joint venture the
parent companies does not cease to exist

27. Why Joint Venture?
A joint venture may be formed to :
run production
facilities in another
country
use complementary
establish a technologies held by each
marketing and participant
.
distribution
presence

28. Advantages
Provide companies with the opportunity to gain new
capacity and expertise.
Allow companies to enter related businesses or new
geographic markets or gain new technological knowledge.
access to greater resources, including specialised staff and
technology.
sharing of risks with a venture partner.
Joint ventures can be flexible. For example, a joint venture
can have a limited life span and only cover part of what you
do, thus limiting both your commitment and the business'
exposure.

29. Disadvantages
It takes time and effort to build the right relationship and
partnering with another business can be challenging.
There is an imbalance in levels of expertise, investment or
assets brought into the venture by the different partners.
Different cultures and management styles result in poor
integration and co-operation.
Potential financial losses if project fails.

30. Tata with Marcopolo and Fiat
Tata Motors has formed a 51:49 joint venture in bus body
building with Marcopolo of Brazil.
The joint venture will absorb technology and expertise in chassis
and aggregates from Tata Motors, and Marcopolo will provide
know-how in processes and systems for bodybuilding and bus
body design. Tata and Marcopolo have launched a low-floor city
bus which is widely used by Chennai, Chandigarh, Delhi, Mumbai,
Lucknow and Bengaluru transport corporations.
Tata Motors also formed a joint venture with Fiat and gained
access to Fiat’s diesel engine technology. Tata Motors sells Fiat
cars in India through a 50/50 joint venture Fiat Automobiles India
Limited, and is looking to extend its relationship with Fiat
and Iveco to other segments.

31. Strategic Alliance
A Strategic Alliance is a formal relationship between two or
more parties to pursue a set of agreed upon goals or to
meet a critical business need while remaining independent
organizations.
It is a kind of partnership between two entities in which
they take advantage of each other’s core strengths like
proprietary processes, intellectual capital, research, market
penetration, manufacturing and/or distribution capabilities
etc.
they simply would want to work with the other
organizations on a contractual basis, and not as a legal
partnership.

32. Partners may provide the strategic alliance with
resources such as products, distribution channels,
manufacturing capability, project funding, capital
equipment, knowledge, expertise, or intellectual
property.
Ex : Star Alliance

34. Reasons for strategic alliance
Market entry -A strategic alliance can ease entry into a foreign market .
Eg: strategic alliance between British Airways and American Airlines.
Share risk & expenses -firms involved can share risks. Eg: In early 1990’s
film manufacturers Kodak and Fuji joined with camera manufacturers
Nikon, Canon, and Minolta to create cameras and film for an "Advanced
Photo System.
Synergistic Effects of Shared Knowledge and Expertise- help a firm gain
knowledge and expertise
Skills+ brand + market knowledge+ assets= synergizing effect
Gaining Competitive Advantage

36. Impediments
Lack of trust & commitment.
Perceived misunderstanding among partners.
Conflicting goals & interests.
Inadequate preparation for entering into partnership.
Loss of proprietary information

37. Examples
MarutiSuzuki Ltd.

38. Jet airways-Kingfisher Alliance
market leaders with share of
Jet – 30% Kingfisher – 29%
Economic slowdown and high ATF prices resulted in decline of air travel both in
international and domestic segments of the air travel market.
Airline sector is set to incur a loss of $ 2bn (Rs.10,000 Crore) this year
Thus Jet and Kingfisher have decided to form an alliance in fields including fuel
management, ground handling, sharing of technical resources and crew for training
and cross-utilization on similar aircraft types.
This will help both carriers to significantly rationalize and reduce costs and provide
improved standards of service and a wider choice of air travel options to consumers
with immediate effect.
They could not merge as of rule that two airline companies with
combined market share greater than 40 % can not merge in India. So they formed an
alliance